For managed service providers (MSPs), it’s more difficult than ever to differentiate services and build a viable business. Declining prices, increasing commoditization, and intensifying competition all contribute to this new reality. For some MSPs, building a sustainable business in the face of these trends means taking on any new client whether or not they understand their business or have the skill set to deliver the services they need. This horizontal approach can quickly backfire. Without a deep understanding of a client’s business environment, it can be difficult to add unique value, which leads to service commoditization.